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Online purchase return policy leniency and purchase decision: Mediating role of consumer trust
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för ekonomistyrning och logistik (ELO). Södertörn University.
Lund University.
Lund University.
Lund University.
2018 (engelsk)Inngår i: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 41, s. 190-200Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Recasting prior work on return-policy and purchase intentions literature, through the lens of signaling theory and relational signaling theory, we posit that returns policy, as a market signaling mechanism, is a costly investment that online retailers make to not only support current transaction but also to signal commitment towards customer service. What outcome would such costly signal result into? Based on relational signaling theory, it promotes trust, that in turn, could enhance purchase intentions. With empirical data from 730 online consumers of fast-moving consumer goods in Sweden, the study finds that, after controlling for shoppers' age, education, income, gender, and frequency of online purchases, perceived consumer trust fully mediates the effect of perceived return policy leniency on purchase intention. Building on past research, we apply a different theoretical lens that connects costly signaling that drives relational signaling to foster customer trust to improve purchase intentions.

sted, utgiver, år, opplag, sider
Elsevier, 2018. Vol. 41, s. 190-200
Emneord [en]
Return policy leniency, Purchase intentions, Consumer trust, Retail, Online shopping
HSV kategori
Forskningsprogram
Ekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-71443DOI: 10.1016/j.jretconser.2017.12.007ISI: 000425491700020Scopus ID: 2-s2.0-85039797260OAI: oai:DiVA.org:lnu-71443DiVA, id: diva2:1189373
Tilgjengelig fra: 2018-03-09 Laget: 2018-03-09 Sist oppdatert: 2019-08-29bibliografisk kontrollert

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